E-commerceE-commerceEssentialsEssentials
Kenneth C. LaudonKenneth C. Laudon
Carol Guercio TraverCarol Guercio Traver
first edition
Chapter 3Chapter 3E-commerce Infrastructure: The E-commerce Infrastructure: The
Internet, Web, and Mobile PlatformInternet, Web, and Mobile Platform
Copyright © 2014 Pearson Education, Inc.
Class Discussion
Google Glass: Augment My Reality Have you used any augmented reality applications?
If so, has it been useful; if not, is it a service that seems interesting? Why or why not?
Are there any privacy issues raised by augmented reality applications?
What are the potential benefits? Are there any disadvantages?
What revenue models could work for providers of augmented services?
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The Internet: Technology Background Internet
Interconnected network of thousands of networks and millions of computers
Links businesses, educational institutions, government agencies, and individuals
World Wide Web (Web)One of the Internet’s most popular servicesProvides access to billions, possibly trillions, of
Web pages
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The Evolution of the Internet:1961–Present
Innovation Phase, 1964–1974Creation of fundamental building blocks
Institutionalization Phase, 1975–1995Large institutions provide funding and
legitimization
Commercialization Phase, 1995–presentPrivate corporations take over, expand Internet
backbone and local service
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The Internet: Key Technology Concepts
Defined as network that: Uses IP addressing Supports TCP/IP Provides services to users, in manner similar to telephone
system
Three important concepts: Packet switching TCP/IP communications protocol Client/server computing
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Packet Switching Slices digital messages into packets Sends packets along different communication paths
as they become available Reassembles packets once they arrive at destination Uses routers
Special purpose computers that interconnect the computer networks that make up the Internet and route packets
Routing algorithms ensure packets take the best available path toward their destination
Less expensive, wasteful than circuit-switching
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Packet Switching
Figure 3.2, Page 74
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TCP/IP Transmission Control Protocol (TCP)
Establishes connections among sending and receiving Web computers
Handles assembly of packets at point of transmission, and reassembly at receiving end
Internet Protocol (IP) Provides the Internet’s addressing scheme
Four TCP/IP layers Network interface layer Internet layer Transport layer Application layer
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The TCP/IP Architecture and Protocol Suite
Figure 3.3, Page 75
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Internet (IP) Addresses IPv4
32-bit number Four sets of numbers marked off by periods:
201.61.186.227 Class C address: Network identified by first three sets,
computer identified by last set
IPv6 128-bit addresses, able to handle up to 1
quadrillion addresses (IPv4 can only handle 4 billion)
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Routing Internet Messages: TCP/IP and Packet Switching
Figure 3.4, Page 77
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Domain Names, DNS, and URLs Domain name
IP address expressed in natural language
Domain name system (DNS) Allows numeric IP addresses to be expressed in natural
language
Uniform resource locator (URL) Address used by Web browser to identify location of
content on the Web e.g.: http://www.azimuth-interactive.com/flash_test
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Client/Server Computing Powerful personal computers (clients)
connected in network with one or more servers
Servers perform common functions for the clients Storing filesSoftware applicationsAccess to printers, etc.
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The New Client:The Mobile Platform
In a few years, primary Internet access will be through:Tablets
Supplementing PCs for mobile situationsSmartphones
Disruptive technology Shift in processors, operating systems
25% of all cell phones
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Cloud Computing Firms and individuals obtain computing
power and software over Internete.g.: Google Apps
Fastest growing form of computing Radically reduces costs of:
Building and operating Web sitesInfrastructure, IT supportHardware, software
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Other Internet Protocols and Utility Programs
Internet protocolsHTTPE-mail: SMTP, POP3, IMAPFTP, Telnet, SSL/TLS
Utility programsPingTracert
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The Internet Today Internet growth has boomed without
disruption because of: Client/server computing model Hourglass, layered architecture
Network Technology Substrate Transport Services and Representation Standards Middleware Services Applications
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The Hourglass Model of
the Internet
Figure 3.10, Page 85
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Internet Network Architecture Backbone
High-bandwidth fiber-optic cable networks Private networks owned by a variety of NSPs Bandwidth: 155 Mbps–2.5 Gbps Built-in redundancy
IXPs Hubs where backbones intersect with regional and local networks,
and backbone owners connect with one another
CANs LANs operating within a single organization that leases Internet
access directly from regional or national carrier
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Internet Network Architecture
Figure 3.11, Page 86
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Internet Service Providers (ISPs) Provide lowest level of service to
individuals, small businesses, some institutions
Types of serviceNarrowband (dial-up)Broadband
Digital Subscriber Line (DSL) Cable modem T1 and T3 Satellite
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Intranets and Extranets Intranet
TCP/IP network located within a single organization for communications and processing
ExtranetFormed when firms permit outsiders to access
their internal TCP/IP networks
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Who Governs the Internet? Organizations that influence the Internet and
monitor its operations include: Internet Architecture Board (IAB) Internet Corporation for Assigned Names and Numbers
(ICANN) Internet Engineering Steering Group (IESG) Internet Engineering Task Force (IETF) Internet Society (ISOC) World Wide Web Consortium (W3C) International Telecommunications Union (ITU)
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The Internet2 Project Consortium of 350+ institutions
collaborating to facilitate revolutionary Internet technologies
Primary goals: Create leading-edge very-high speed network for
national research community Enable revolutionary Internet applications Distributed and collaborative computing environments
for sciences, health, arts and humanities initiatives
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Fiber Optics and the Bandwidth Explosion in the First Mile
“First mile”: Backbone Internet services that carry bulk traffic over long distances
Older transmission lines being replaced with fiber-optic cable
Much of fiber-optic cable laid in United States is “dark,” but represents a vast digital highway that can be utilized in the future
Technology improvement has also expanded capacity of existing fiber lines
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The Last Mile: Mobile Wireless Internet Access
“Last mile”: From Internet backbone to user’s computer, smartphone, etc.
Two different basic types of wireless Internet access:Telephone-based (mobile phones,
smartphones)Computer network-based
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Telephone-based Wireless Internet Access
Evolution:3G cellular networks: next generation, packet-
switched3.5G (3G+)4G (WiMax, LTE)
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Wireless Internet Access Network Technologies Wi-Fi
High-speed, fixed broadband wireless LAN (WLAN). Different versions for home and business market. Limited range.
WiMax High-speed, medium range broadband wireless metropolitan area
network
Bluetooth Low-speed, short range connection
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Wi-Fi Networks
Figure 3.15, Page 96
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The Future Internet Latency solutions Guaranteed service levels and lower error
rates Declining costs The Internet of Things (IoT)
Objects connected via sensors/RFID to the Internet Spearheaded by EU and China IBM’s Smarter Planet initiative
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The Web 1989–1991: Web invented
Tim Berners-Lee at CERN HTML, HTTP, Web server, Web browser
1993: Mosaic Web browser with GUI Marc Andreessen and others at NCSA Runs on Windows, Macintosh, or Unix
1994: Netscape Navigator, first commercial Web browser Andreessen, Jim Clark
1995: Microsoft Internet Explorer
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Hypertext Text formatted with embedded links
Links connect documents to one another, and to other objects such as sound, video, or animation files
Uses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the Web e.g.:
http://megacorp.com/content/features/082602.html
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Markup Languages Hypertext Markup Language (HTML)
Fixed set of pre-defined markup “tags” used to format text
Controls look and feel of Web pages HTML5 the newest version
eXtensible Markup Language (XML)Designed to describe data and informationTags used are defined by user
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Insight on Technology: Class Discussion
Is HTML5 Ready for Primetime? What features of HTML5 are changing
the way Web sites are built? Is HTML5 a disruptive technology, and if
so, for whom? Are there any disadvantages in Web
sites and mobile apps moving to an HTML5 platform?
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Web Servers and Web Clients Web server software
Enables a computer to deliver Web pages to clients on a network that request this service by sending an HTTP request
Apache, Microsoft IIS Basic capabilities: Security services, FTP, search engine, data
capture
Web server Web server software or physical server Specialized servers: Database servers, ad servers, etc.
Web client: Any computing device attached to the Internet that is capable of
making HTTP requests and displaying HTML pages
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Web Browsers Primary purpose to display Web pages Internet Explorer—49% of market Mozilla Firefox—18%
Open source
Other browsersGoogle Chrome—17%Apple Safari—11%
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The Internet and Web: Features Features on which the foundations of
e-commerce are built:E-mailInstant messagingSearch enginesOnline forums and chatStreaming mediaCookies
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E-mail Most used application of the Internet Uses series of protocols for transferring
messages with text and attachments from one Internet user to another
Instant Messaging Displays words typed on a computer almost
instantly, and recipients can respond immediately in the same way
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Search Engines Identify Web pages that match queries based
on one or more techniques Keyword indexes, page ranking
Also serve as: Shopping tools Advertising vehicles (search engine marketing) Tool within e-commerce sites
Outside of e-mail, most commonly used Internet activity
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How Google Works
Figure 3.20, Page 106
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Online Forums and Chat Online forum
Also known as a message board, bulletin board, discussion board, discussion group, board or forum
Web application that enables Internet users to communicate with each other, although not in real time
Members visit online forum to check for new posts
Online chat Similar to IM, but for multiple users Typically, users log into chat room
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Streaming Media Enables music, video, and other large
files to be sent to users in chunks so that when received and played, file comes through uninterrupted
Allows users to begin playing media files before file is fully downloaded
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Cookies Small text files deposited by Web site
on user’s computer to store information about user, accessed when user next visits Web site
Can help personalize Web site experience
Can pose privacy threat
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Web 2.0 Features and Services Online Social Networks
Services that support communication among networks of friends, peers
BlogsPersonal Web page of chronological entries
Really Simple Syndication (RSS) Program that allows users to have digital content
automatically sent to their computers over the Internet
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Web 2.0 Features and Services Podcasting
Audio presentation stored as an audio file and available for download from Web
WikisAllows user to easily add and edit content on Web
page
Music and video servicesOnline video viewingDigital video on demand
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Web 2.0 Features and Services Internet telephony (VOIP)
Voice over Internet Protocol (VOIP) uses Internet to transmit voice communication
Intelligent Personal AssistantsSoftware that interacts with the user through
voice commandsNatural language, situational awareness,
interactivity with various Web services
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Mobile Apps Use of mobile apps continues to explode in
2012 70% of mobile phone owners research products and
services, 35% have made purchase
Increased use/purchasing from tablets Platforms:
iPhone/iPad, Android, Blackberry
App marketplaces: Google Play, Apple’s App Store, RIM’s App World, Windows
Phone Marketplace
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Insight on Technology: Class Discussion
Apps for Everything: The App Ecosystem What are apps and why are they so popular? Do you use any apps regularly? Which ones,
and what are their functions? What are the benefits of apps? The
disadvantages? Are there any benefits/disadvantages to the
proprietary nature of the Apple platform?
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